Geoffrey Precourt, Event Reports, The Market Research Event, October 2013

This report describes how Johnson & Johnson (J&J), the pharmaceutical and consumer goods company, is aiming to become more of a consistent global organization, despite previously finding success by decentralising its marketing programs. View Summary

This report describes how Johnson & Johnson (J&J), the pharmaceutical and consumer goods company, is aiming to become more of a consistent global organization, despite previously finding success by decentralising its marketing programs. By applying a single methodology that captures levels of engagement and commitment to brands, J&J is able to compare brands across the consumer group, allowing senior management to track brand equity on a consistent basis. The example of the Neutrogena skincare brand, which is distributed in over 70 countries, is used to show how this approach has led to furthering brand equity.

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Understanding brand equity: Frito-Lay taps into the emotions of American snackers

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Geoffrey Precourt, Event Reports, The Market Research Event, October 2013

This event report describes how Frito-Lay, the snack manufacturer owned by PepsiCo, is trying to combine rational and emotional advertising messages. View Summary

This event report describes how Frito-Lay, the snack manufacturer owned by PepsiCo, is trying to combine rational and emotional advertising messages. Working with a long standing campaign theme "Betcha Can't Just Eat One", Lay's continues to develop new products and promote its core rational benefit of being 'light, airy and crispy', whilst creating an emotional link for consumers. It is argued that brands should understand their equity and carefully measure how consumers regard them. To this end Frito-Lay is using research techniques like the Zaltman Metaphor Elicitation Technique (ZMET), which makes use of pictures and metaphors when people cannot rationally explain their thoughts.

3

How Kimberly-Clark uses global insights to shape North American innovation

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Geoffrey Precourt, Event Reports, The Market Research Event, October 2013

This event report describes how Kimberly-Clark, the consumer packaged goods company, uses ethnographic research around the world to drive innovation and incremental growth in its home market of North America where it leads most of its categories. View Summary

This event report describes how Kimberly-Clark, the consumer packaged goods company, uses ethnographic research around the world to drive innovation and incremental growth in its home market of North America where it leads most of its categories. For this process, the company focuses on two groups of consumers – heavy users and “outliers” (e.g. those with different beliefs, special needs or non-users) – to gain insights for developing new offerings from its mature brands or within its mature categories. Examples include: innovating in a mature category (creating Cottonelle FreshCare); innovating with a mature brand (leading to Kleenex Slim Pack); creating new categories with mature brands (resulting in the Truist skincare range); and innovating in mature categories with new brands (bringing about the Kleenex Hand Towel).

4

Crafting insights the Pernod Ricard way

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Stephen Whiteside, Event Reports, The Market Research Event, October 2013

This event report explains the five key ways insights are crafted at Pernod Ricard, the alcoholic drinks company. View Summary

This event report explains the five key ways insights are crafted at Pernod Ricard, the alcoholic drinks company. Insights teams need to add value through business growth by looking at brands from an opposite perspective in order to reposition them, by identifying an 'unspoken truth' that may be taboo, and by creating aspirational messages that address consumer tensions. Brands should assume nothing as products may appeal to unanticipated groups. It is also important to observe cultural norms and how these intersect with consumer motivations and human truths.

5

Disney Media: Understanding the kids of the 'Pulse' generation

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Geoffrey Precourt, Event Reports, The Market Research Event, October 2013

This report focuses on the influence and technology habits of American children under the age of 16 - the 'Pulse' generation - based on insights from Disney Media's head of research. View Summary

This report focuses on the influence and technology habits of American children under the age of 16 - the 'Pulse' generation - based on insights from Disney Media's head of research. It's a group that influences over $1.12 trillion in family purchases annually, and extends across many categories of spending but particularly technology. Families with kids are twice as likely to own a tablet device, while ownership of app-enabled devices increases an average of 10 percentage points with every two years of a child's age. Yet despite the rising prevalence of technology within American family homes, children still spend 75% of their media time watching television.

6

UBS and the changing financial services customer: Seniors, women, and family influence

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Stephen Whiteside, Event Reports, The Market Research Event, October 2013

This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. View Summary

This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.

7

Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric

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Geoffrey Precourt, Event Reports, The Market Research Event, October 2013

This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants. View Summary

This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants. Cotton has rapidly increased in price, with this leading to clothing manufacturers using cheaper synthetic materials. Research by Cotton Incorporated analysed comments on retail websites on various clothing products, finding that consumers were dissatisfied with synthetic materials, viewing them as lower quality. The organisation's long running ad slogan 'Fabric of Your Life' was replaced with 'Nothing at All'. A stunt at New York Fashion Week 2013 involved 'naked' mannequins marching through the city declaring 'Wear Cotton. Or Wear Nothing At All'. This campaign was further developed with a stop motion film and a grass-roots movement.

8

How segmentation helped Teach for America reach millennials

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Stephen Whiteside, Event Reports, The Market Research Event, October 2013

This event report describes how Teach for America, the not-for-profit teaching recruitment organisation, targets millennials. The organisation must receive over 50,000 applications every year in order to recruit 5,000 quality trainees, and found itself to be falling short of this number. 97% of Teach for America's applicants and 75% of its alumni are millennials, but a broad strategy targeting the entire demographic had proved fruitless. Research was used to segment the generation into six groups based on psychographic information rather than demographic features. Three of these were selected as appropriate targets and a marketing campaign focussing on them was formulated. Three characters representing each of the segments were created and followed through their Teach for America journey in the campaign. Surveys at the application stage confirmed that the target groups had been reached.

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